MAGIC Fashion Marketplace To Unify Under One Roof

The biannual MAGIC fashion trade show is reinventing itself by offering a new one-stop shopping experience at a single venue, following feedback from MAGIC buyers.

Starting in August, MAGIC will take place entirely at the Las Vegas Convention Center, eliminating the need for retail industry buyers to hop between this venue and Mandalay Bay Convention Center to shop the massive marketplace.

At the LVCC, MAGIC’s many distinct shows will be able to exist as unique, curated neighborhoods within a single campus. Each marketplace will have its own look, feel and sense of community while simultaneously being interlinked for the first time via convenient mobile technology, according to Mark Temple-Smith, managing director of the Fashion Group of Informa Exhibitions, which owns the show.

“We were inspired by the retail malls of Asia, which offer the convenience of everything under one roof in a heavily curated, engaging and community-led way,” said Temple-Smith. “Logistically, the move to a single campus means a shift from two venues to one, but fundamentally, it’s a new perspective and a sharpened commitment to building a singular, powerful experience for our entire industry.”

With the new One-MAGIC mobile app, buyers will be able to navigate the venue and find relevant brands and products across all shows. A digital concierge service will connect them with those brands quickly and efficiently. Other features of the app will include matchmaking and expedited event entry.

The show’s move comes as Informa, now known as the world’s largest B2B show organizer following its purchase of UBM in June of last year, plans to invest $15 million into its Fashion Group.

“Informa truly believes in the future of transformative fashion events, and has committed to investing in our continued effort to enhance and define the fashion industry,” explained Tom Nastos, CCO of Informa Exhibitions’ Fashion business.

He continued, “This reinvention of MAGIC...is just the first step in a host of new products and initiatives we’re investing in to help our clients meet their rapidly evolving needs.”

The MAGIC fashion marketplace experience will be even better when the LVCC unveils its greatly anticipated $935 million expansion in 2021, he added.

Informa Exhibitions’ Fashion portfolio serves the global fashion industry through comprehensive marketplaces in New York and Las Vegas, with trade shows covering all major fashion categories including men’s, women’s, children’s apparel, accessories and footwear.

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